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Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

News

LONDON: Smartphones began to take off in the UK in 2008 and, a decade on, a new official study has revealed the extent to which British consumers now depend on their mobile devices and access to the internet.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.

Article

Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.

News

LONDON: Young people aged between 16 and 34 are particularly receptive to purpose-driven ads that convey a message about important societal issues, according to new research from Channel 4.

News

SYDNEY: Marketers working on finance and banking brands have been shown to be out of step with the public perception of gender in finance, amid a wider lack of trust and representation from the sector’s marketing, a new study finds.

Article

Social media is no longer just a marketer’s job, with the channel making a demonstrative business impact across any brand from sales to path-to-purchase.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

BEIJING: A majority of Chinese consumers would be prepared to boycott US products if a trade war with the United States comes to pass, according to a new consumer survey by the Financial Times.

News

NEW YORK: Traditional pay-TV companies should brace themselves for considerable revenue losses this year, as up to 5.4 million Americans indicate they will cut the cord in 2018, a new survey has revealed.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Article

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

Opinion

With all the talk in recent years of big data, machine-led marketing and algorithm-driven platforms, you could be forgiven for thinking that emotion is slowly being drained out of marketing.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

News

WASHINGTON DC: Millennials are often regarded as being more idealistic than previous generations but their brand choices are more likely to be motivated by value and service and, to a lesser extent, by general ethics, rather than any political ...

Gunn Report

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

News

LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.

News

DENVER: Consumers appear to be shunning some of the trends predicated for digital advertising in 2018, according to a new survey which explored attitudes towards video ads, social media, ad blocking and other current issues.

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

Case Study

Lincoln's Beard Brewing successfully created a brand narrative that increased revenues and resonated in the Miami craft beer market.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Case Study

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.